ChatGPT will show visual ads next to the images users generate
The format starts rolling out in the US later this month with an initial group of advertisers, along with new measurement and brand suitability partnerships.
OpenAI will start showing visual ads in ChatGPT next to the images users ask the tool to generate. The ads are expected to appear later this month. For now, they are limited to the US and feature products and services from an initial group of advertisers in a test.
According to TechCrunch, in a report published on November 10, the ads will be clearly labeled. The company says they will not influence ChatGPT's answers. Alongside the new format, OpenAI is expanding its measurement tools and its partnerships with industry companies, and is developing new ways to assess how suitable the environment is for brands.
OpenAI began selling ads this year to support its free and low-cost plans, and brought the format to India in August. Now it wants to attract advertisers who tell their stories through images. Once the rollout goes global, these ads could reach ChatGPT's 1.2 billion weekly users.
Competition and user experience
The move comes after the launch of Muse, Meta's agentic AI app. It is free for everyone and is gaining ground as a rival to the leading chatbots, ChatGPT among them.
The report notes that ads like these could get in the way of the ChatGPT user experience. It also raises the possibility that this is part of the plan: the ads could push casual users to pay for a subscription so they don't have to see them.
Measurement and brand suitability
On measurement, the partner list now includes click attribution providers such as AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin. Fospha, Measured and INCRMNTAL come on board for advanced full-funnel measurement. With Haus, Measured and WorkMagic, OpenAI wants to help advertisers run geo experiments with their ads.
The company is also developing brand suitability pilots with DoubleVerify (DV) and Integral Ad Science (IAS). The goal is to give advertisers a better understanding of ChatGPT's ad environment.
What this means for brand teams
ChatGPT gains another paid placement, this time a visual one, next to generated images, labeled and kept separate from its answers. For brands, it opens a new media channel, with measurement handled by partners and brand suitability tests underway. For now, it is limited to the US and to an initial group of advertisers.
Key questions
Where will ChatGPT's new ads appear?
Next to the images users ask ChatGPT to generate. At first, only in the US and with an initial group of advertisers.
Will the ads change ChatGPT's answers?
According to OpenAI, no. The company says the ads will be clearly labeled and will not influence its answers.
How will advertisers measure results?
Through click attribution partners such as AppsFlyer, Adjust and Northbeam, full-funnel measurement partners such as Fospha, Measured and INCRMNTAL, and geo experiments with Haus, Measured and WorkMagic.
Source: TechCrunch.